Graham Hill´s Keynote extreme CRM makeover

Extreme CRM Makeover Prepared for CRM in 1 Day 2010 by Dr Graham Hill, designthinkers.nl Ede, 9 September

Is CRM still Working?

CRM is dead! Long live CRM

CRM Works! 50,000 experiments

CRM Really Works £350m given back

But... CRM has Problems

And they are Getting Worse!

Seven days to an Extreme CRM Makeover

Be Creative!

Day1 What doCustomers Really Value?

Quote… “Customer‟s perceived preference for and evaluation of those product attributes, attribute performance, and consequences arising from use that facilitate achieving the customer’s goals and purposes in use situations” …Unquote Robert Woodruff

Mission Possible Day 1 Go talk to customers, ex-customers and non-customers

VOC is Not Enough

‘GenchiGenbutsu’ Go See for Yourself

Quote… “People don't want to buy a quarter- inch drill. They want a quarter-inch hole!” …Unquote Ted Levitt

We „Hire‟ Tools to do Jobs JOB …Make a 6mm hole in a plaster wall e.g. to hang-up a towel

Tools Change, Jobs Don‟t Job: Listen to recorded music at home 1880 1935 1970 1990 2008 78 RPM 33 RPM Tape CD-ROM iPod Record LP Gold Record Edition

What‟s the Customer’s Job? 10m

The cutting edge of Innovation

A brave new world of Applications

Day 2 How do Customers Consume Value?

One Touchpoint at a time

Mission Possible Day 2 Map out the customer‟s journey from start to finish

Customer Journey

Contextual Mapping

Customer Personas

Fly the Friendly Skys

Improving the Experience

Day 3 How is Value Co-Created with Others?

Value is always Co-Created

Co-creation is a Balancing Act

Mission Possible Day 3 Map out the value co-creation drivers

What do you Bring to the Party?

Mass Customisation

Crowdsource Innovation 20m

Power By the Hour

Day 4 What Capabilities do You Need to Co-Create Value

Pull all the Right Levers

Mission Possible Day 4 Audit your co-creation capabilities

Level Level 1 Yr Target 3Yr Target Current Level Aware Optimising Developing Practicing Leading No Capability Segmentation of customers Householding of customers Use of analytics and modelling Managing their Value Customers by Value-based customer management Strategic campaign management Integrated lead management Channel integration Aligning Marketing Strategy with Offer configuration & pricing Value & Needs Right channelling Customer-focussed service Information fulfilment 100 Day Target Customer Experience Managing the Providing a consistent experience Rich customer & product data collection Common customer & product database Customer & product insight generation Customer Managing Customer & product insight sharing Strategic Asset Information as a Customer contact rules Common company values Partner integration Company Across the Common performance measures Collaborating Contact optimisation Capabilities Everywhere Integrated marketing activities Priority improvement opportunities Lead sharing & management Information sharing Retailers Managing Shared service standards Relationships with Performance rewards & incentives

Improving the Airport Experience

Making CRM Lean

Managing for Value

Day 5 The Art of Collaboration

Work is a Team Game

Mission Possible Day 5 Survey staff internal social networks

How work is Really Done

Networked Innovation

Creating Socialtext

Diving internal Social Networks

Day 6 Engage with Customer Communities

Customers are Talking

Mission Possible Day 6 Listen to what customers are saying about you… And engage

Customer Communities

Call the Buschtaxi(.de)

„Lurking‟ for Starwood

Enable Customer Networks

Does Comcast Really Care?

Day 7 Customer Development… One Step at a Time

Learning by Learning Doing by Doing

Mission Possible Day 7 Create an A3 for your „Customer Development‟

Fifty A4 pages on One A3 Page

Managing Repurchase

€1M Campaign on one A3 page

Portfolio of Options Phase 1 Phase 2 Phase 3 Phase 4 Business Case All Retailers Standard Campaign Process Kaizen Daily Degree of Development Piloting Campaign Activity Kaizen Standardised IT Business Predictive Models Automated Data Consolidate Expand & Extend Business Kaizen Mktg Datamart Benefits Daily Business Business Case Pilot Retailers Deliver Value created in Campaign Design Early Core Processes this phase must pay Benefits Customer Analytics for itself AND the Analytics Datamart next phase Get Started Time

Building a Disruptive CMS

It‟s NOT Rocket Science!

It‟s NOT the Sizzle It’s the Steak

It‟s NOT Monopoly Money

Are YOU Ready… For an Extreme CRM Makeover?

Thank You Dr. Graham Hill graham.hill@web.de + 49 170 487 6192 www.linkedin.com/in/grahamhill www.customerthink.com/gurublog/graham_hill www.twitter.com/grahamhill

http://crm-professionals.org	14
http://www.crm-opleiding.com	13
http://michaelbatistich.com	12
http://www.crm-professionals.org	4
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Graham Hill´s Keynote extreme CRM makeover

by Fred Zimny on Sep 16, 2010

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Graham Hill´s Keynote extreme CRM makeover — Presentation Transcript